World’s first cognitive intelligence TV
Our BRAVIA XR TV takes vision and sound to the next level with the ingenious Cognitive Processor XR. It understands how humans see and hear, providing a whole new experience that immerses you completely in the scene
Extraordinary OLED pictures, as perceived by the human eyeEnjoy breathtaking OLED contrast with pictures that feel deep, natural and real. Our revolutionary processor uses human perspective analysis to cross analyse and optimise hundreds of thousands of elements in the blink of an eye. Combined with our unique OLED panel, this technology delivers truly lifelike pictures with ultimate pure blacks.
Turn any sound into a truly immersive experienceAdvanced screen speaker technology with our Cognitive Processor XR turns any sound source into an immersive sound experience. Hear sound more clearly and accurately, whatever you’re watching. Enjoy entertainment in a whole new way with sound and picture in perfect harmony.
Watch what you love, control it with your voiceYour TV is now more helpful than ever. Use your voice remote to easily find your favorite movies, shows, and music. Ask Google to find a specific title, search by genre, or get personalized recommendations on what to watch by saying, "what should I watch?". Even get answers on screen, control smart home devices, and more.
Recycle Renew ReduceOur BRAVIA XR TVs are not only designed to be stylish but also with the environment in mind. Up to 40% of sustainable material is used in the rear covers of our large screen models.
Feel more depth and texture with pure blacks and dazzling lightOur Cognitive Processor XR cross analyses data, enhancing pictures in the same way that the human eye focuses for more realistic colour and depth. With XR OLED Contrast, brightness is adjusted for higher peaks in glare and deeper blacks in shadow - no more details overwhelmed by shadow or lost in blown-out highlights.
A wide palette of naturally beautiful coloursSee colours that are natural and beautiful to the human eye. The Cognitive Processor XR enables our unique display to access a wider palette and reproduce each colour with the subtle differences seen in the real world. With extended hue and saturation, vivid shades and realistic texture can be seen in the flowers. Even pale colours look realistic.
Recreating lost